International Journal for Research in Engineering Application & Management (IJREAM)

ISSN : 2454-9150 Vol-04, Issue-06, Sep 2018

Towards the Digital Transformation of Indian

Telecom Sector: A Case Study in INDIA
Er. Biswa Prakash Jena, Research Scholar, Birla Global University, Bhubaneswar, India.
bpjena1990@gmail.com, bpjena.scholar17@bgu.ac.in
Mr. Sudarsan Sahoo, Research Scholar, SOA University , Bhubaneswar, India.
Suudarsan@gmail.com
Sroojani Mohanty, Asst. Professor, IIMT Bhubaneswar, India. sroojani.mohanty@gmail.com

Abstract - The fast growth of smartphone and increased demand for social media use has significantly changed
customer expectation .Telecom sector companies are looking different aspect of technology to adopt , so that they can
deliver better service to customers looking to their emerging needs. Digital transformation across each sector is
bringing change around the corporate world. Computerized change is rising as a key driver of major development in
our general surroundings. It can possibly essentially enhance shopper lives and make more extensive societal great,
while giving organizations new open doors for esteem creation. This transformation is providing better consumer lives
with more opportunities for revenue creation . The telecommunication industry is playing a vital role in this
transformation as a key solution provider of worldwide digitization improvement. The broadcast communications
industry is at the front line of this change, both as an industry seeing expansive scale change in its market condition and
as a key driver of overall digitization. Speculation by the media communications industry in innovation and
interoperability has supported a colossal move in data and capital moves through the worldwide economy, while giving
the building squares to the development of altogether new plans of action crosswise over businesses. In parallel, access
to a comprehensively associated organize has engaged a large number of individuals around the globe, by giving them
access to ongoing data, commercial centers and social projects that will have long haul suggestions for personal
satisfaction. Huge investment in telecom sector is providing base of building blocks for globally connected network
which is empowering billions of people throughout the world in terms of real time solution .Again there are many
obstacles such as risk for data security which need to overcome by telecom companies to sustain in the competitive
market .Looking to this current context this chapter focus on recent status on Indian telecom sector & how digital
transformation is going through cloud , IoT , machine learning and data analytics. This chapter also emphasis on
current Standard of Procedure in Telecom Operation such as 4G &5G network, Optic fiber, wifi and it’s Quality
Assertion and Management.

Key Words: Telecom sector, Digital Transformation, Telecom Operation, Network, Smart phone

contribute to GDP of India substantially as the app industry

I. INTRODUCTION
When we share information or communicate to distant or
far away with the use of technology is called
telecommunication. By this method transmission of signals,
signs, messages, words, speech, pictures, data of any nature
happens through wire, radio, optical, cables, physical
media, electromagnetic radiation or other electromagnetic
system. India is currently in second position in world
telecommunication market due to its subscription base of
1.05 billion. A report by GSM Association (GSMA) in
collaboration with the Boston Consulting Group (BCG)
says that mobile industry is growing rapidly and will
is in 4th position in world. By the year 2020, mobile
industry is expecting to cross a total economic value of
Rs.14 trillion. Now India is the second largest Smartphone
market as shipments increased 23 percent in 3rd quarter of
2017 to reach more than 40 million units[1]. By rise in
smart phone penetration and decline in data costs will
increase 500 million internet users for over next five years.
Data usage per Smartphone is expected to increase from 3.9
GB per month to 18 GB per month by year 2023.
According to a report by Research Store, the estimation of
Indian telecom market will reach USD 103.9 billion by
2020.A report by Microsoft says India is going to lead

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 International Journal for Research in Engineering Application & Management (IJREAM)
virtual world by having 700 million internet users of 4.7
billion global users by 2025. As internet economy will
reach USD 155 billion in 2018, it is going to contribute
approx 5 percent to Gross Domestic Product of country.
Due to Recent Government‟s favorable regulation policies
for Smart cities & initiatives like to auction for 5G
spectrum in bands like 3,300 MHz and 3400 MHz to
promote Internet of Things, machine to machine
communications, instant HD video transfer and 4G services
expanding in the market at very high rate, Indian
telecommunication sector will have a rapid growth in
upcoming years [2].
Again as we know Integrating Digital technology into all
areas of business results in fundamental change in standard
of procedure in business operation.
So by Digital transformation business can provide better
value to customers & better service delivery .Telecom
sector is in stage of progress in digital transformation.
Mainly Telecom Companies are focusing on robust
consumer analytics, Digitization of order management,
implementing simplified IT interfaces & customer self
service portals; and business process automation to remain
competitive in market[3]. Now they are giving importance
on Cloud, Internet of things (IOT), mobile payments. Major
Player in Telecom is surviving by intelligent system and
innovative techniques for their operation & service side.
Companies are increasing automation process with help of
analytics in both customer and network part of operation
which enable for a smooth end user experience with better
time utilization.
II. THEORETICAL BACKGROUNDS
As telecommunications industry is playing a important role
in digital transformation for other industry such as
healthcare , retail, hospitality , transport and many more. So
telecom sector need to focus on more efforts to become
digital. Again in today‟s competitive market companies
need to grow and increase their revenue through
digitization. Telecom companies are giving importance to
Digitization, up-gradation of network, Advanced Data
Analytics, Machine learning, Automation in process.
2.1 Digitization:
Nowadays all telecom companies are implementing digital
technology both in their service and in the backend process.
Data containing customer details and sales information are
linked digitally so that it can be handled in single database.
Due to this communication with customer are handled
conveniently by use of apps and messaging system with
minimal workforce intervention.
To reach this level of capabilities organization need expert
skill in data analytics to store perfectly and receives
maximum data from each and every customer. In current
scenario many companies are recruiting chief digital officer
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ISSN : 2454-9150 Vol-04, Issue-06, Sep 2018
who are playing role of catalyst to implement digital efforts
in all units of business. By Use of Digital Technology
company can automate their all process as a result
production costs go down. A research by Mckinsey found
that providing service through digital system increases
customer satisfaction and also leads to increase in
revenue[4].Companies must have a clear vision of what
they want to do in digital transformation looking to
customer need and expectation with consideration of own
strengths & weaknesses.
2.2 Up-gradation in Network:
To attract the customer and also to retain them, telecom
companies are offering high network speed as because it the
requirement of every customer. To go ahead in competitive
environments and dynamic environment, companies are
preferring fiber & 5G up gradation. As 4G network is
spreading in both rural and urban areas, telecom companies
are equipping themselves with state-of-the-art infrastructure
and modern Network enhancements, so that they can
manage in every flexible way to deal with all profitable
opportunities[5]. Organization need to give importance to
upgrade a network solution that meet their requirements
and also they have to calculate impact of up gradation upon
process and customer.
2.3 Data Analytics:
By use of analytics companies are able to know where
capital investments in network can give most Return on
Investments. Operators have exact data about usage pattern
of subscribers such as where, when and how they use
mobile handsets. By analyzing data through algorithms,
operators are able to predict when network overloads is
going to happen and which customers will get affected.
With this information about network they are estimating for
possible up gradation so that they can increase satisfaction
of customer and also able to retain them [6]. Again by use
of analytics they are able to withdraw investments where
they are not getting maximum return in terms of both
customer satisfaction and profit.
For example telecom operator can reduce the number of
support calls by 90 percent by implementing sophisticated
systems(self-service guides, automatic tips, instant-
messaging chats with artificial intelligence ) to track and
anticipate the problems and provide them solution to solve
problem by their own.
2.4 Machine learning:
Currently network with small cells are less costly in
comparison to large cell network, including flexibility. This
flexibility enables network operators to reduce or increase
each cell‟s capacity as per demand. By use of machine
learning companies can adjust wireless networks
automatically and usage it across network fluctuations. By
analyzing subscriber data in machine learning models
operator can know which offers customer are going to like
or dislike, so that they can provide customized offer to them
© 2018, IJREAM All Rights Reserved.
 International Journal for Research in Engineering Application & Management (IJREAM)
accordingly[7]. As operators have large scale of data such
as customer information, network performance data, data
from social media etc. By using patterns in data companies
are interpreting for different analysis .So many number of
machine learning applications are used in this sector.
2.5 Challenges of Customer Preference:
In current scenario to sustain in market companies need to
give priority to customer preference. Below are some point
that are major demand from customer side which need to be
looked.
 Recently public demand for online shopping and social
media has increased.
 Consumers are expecting more customized package
according to their requirement. Telecom Operators
must adopt & optimize their use in digital ecosystem
[8].
 People choices vary from simple data pack to
optimized data pack. Organizations are strengthening
their relationship with customer by providing better
service in all parts of sales and service time cycle.
2.6 Opportunity Areas for Business Growth
Nowadays Telecom company can use their infrastructure by
combining with state of the art digital technology and
position themselves as vital part of digital ecosystems in
terms of Internet of things, digital security, industry
4.0.They can grow their business in the field of intelligent
networks, solution provider in information and
communication technology, cloud service provider,
analytics for billing, customer relationship management,
IOT service providers, digital security solution. Telcos can
explore themselves as important player in smart city
infrastructure ( such as smart gas pipes, intelligent street
lights, traffic management, connectivity of gigabytes
capacity, healthcare infrastructure, smart mobility system,
cyber security , supply-chain infrastructure to navigation).
Telcos can increase their revenue by offering service for
smart homes, self marketing, digital entertainment and
cloud service provider by working with their core
competency along with digital technology opportunity.
III. CURRENT PRACTICES IN TELCO
According to report by TRAI out of total internet users in
India 60% access through cell phone. More than 114
million users have access to 3G or 4G.According to survey
by statist by January 2018 India is in first place in social
media (face book ) users with approx 250 million users
crossing United States which is in 2nd position with
230million users. Maximum user access social media
through mobile phone and also the number of wearable
devices is going to cross 4 million by 2020.Indian citizen
are becoming „Netizen‟ and using internet through phones
for banking, online study material, entertainment, e-
commerce and also for ease of work, user friendly,
accessibility and affordable devices.
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(Fig1-Teledensity in India, Source-TRAI)
3.1 Digital penetration in Rural India –
Currently 70% (approx.) are in middle class category out of
which near to 40% are lower middle class. Many
companies are focusing their operation at this rural market
as rural internet users are increasing 40% each year approx,
which they are saying as „profit at bottom of the
pyramid(bop)‟ .
According to IAMAI (Internet and mobile association of
India) in 2018, 54% of populations are under 25 years and
around 50% are rural .The share of tech savvy persons or
mobile users are near to 80 percent. Telecom regulatory
Authority of India has proposed Public Private Partnership
(PPP) model to BharatNet, which is a project of Central
Government to set up broadband network in India [9].
Again considering the requirement of skill development in
telecom sector , the Ministry of Skill Development and
Entrepreneurship (MSDE) signed a MoU with Department
of Telecommunication (DoT) to workout National Action
Plan so that requirement of skilled manpower can be
fulfilled.
3.2 Wireless fidelity (Wi-Fi)-
In the era of Wi-Fi the data package through mobile
network still constitutes 50 percent source of total internet
consumption. As we know Wi-Fi is a medium to connect
local area networks through wireless. By this mode, internet
can be accessed to mobile phones, personal computers,
laptops; tablets and also it enable to provide hotspots for
other external users. With smart city concept, Government
have to install 8lakh Wi-Fi hotspots looking towards
growth. The Railways ministry of India recently started
providing many public Wi-Fi services across different
railway station in India. Comparing the mobile data cost to
Wi-Fi cost is 90% less as per Mb is costing around 23 paisa
where as in Wi-Fi it is 2 paisa[10]. There is huge demand
of Wi-Fi in cafes, cabs, metros, airport lounges, shopping
malls, business house, etc.
© 2018, IJREAM All Rights Reserved.
 International Journal for Research in Engineering Application & Management (IJREAM)
3.3 4G status in India and Future Developments-
Airtel started 4G service in India. It has more than 2.5
million subscribers. Reliance Jio started operation with
VoLTE which provides high-definition voice calls. Jio
made investment in app system to offer music, video-on-
demand, and digital payments solutions. Jio has a multi
service operator license, which allows it to give service of
live TV as well as television on demand through its
network. Vodafone offers international roaming service for
its 4G customers who travel to U.K, Spain, and Netherlands
etc[11]. Reliance Jio entry as major player offering free
voice call and free roaming across nation forced other
players to offer attractive data packs and free voice
call.
(Fig 2-Operator Comparison on Mbps, Source-TRAI)
3.3.1 5G Network
Every day higher data speed is the normal demand of new
generation in India. So the 5th generation systems,
commonly known as 5G, is recent wireless network
technologies started in 2018. This technology include
Millimeter wave bands (26, 28, 38, and 60 GHz) which
provide performance as high as 20 gigabits per second,
Massive MIMO(Multiple Input Multiple Output - 64-256
antennas) which gives performance of ten times to 4G
networks[12]. It is the radio system and architecture of
network which provide high speed broadband, low latency
connection and massive networking. Nokia and Ericsson
have already started discussion with telecom operators for
implementation of 5G.
3.3.2 Optic Fiber Networks:
This is a method of transmitting information by light pulse
through optics fiber. This network mainly used by
telecommunication companies for transmission of voice
signal, data signal, TV signal. Smart cities development In
India, TV Digitalization, increasing demand for high speed
data networks are creating the demand for Optic fiber
networks. But there are some constraints present for
implementing optic network like high investment amount
required, poor infrastructure planning, non standardized
regulation, and different policy for different state.
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3.3.3 Internet of Things:
As the name indicates, it is network of physical objects in
system with electronics, software, sensors, and network that
help to collect and exchange data through physical
device[13]. IoT as open connectivity helps to connect
machines with machine to different application, and for
people to take decision based on data. IoT is penetrating
everywhere because of smart city concept, Make in India,
Digital India Revolution. As digital technology is entering
everyone life starting from fitness band to wearable‟s
connecting home appliance, automation in office Some
challenges in IoT are data security and privacy issue.
3.3.4 Smart Phone:
In 2015, 18% of population has smart phone whereas in
2018 it is around 28% of total population. It is estimated
that by 2020 it will reach 32 % of country‟s population.
Smart Phone makers from China such as oppo, vivo ,
Gionee have huge share in Indian market. According to
statista Samsung has 22.6% share , Micromax has 9.9%,
Lenovo has 9.2%, Xiomi has 6.4% and others hold the rest
share in Indian smart phone market .Due to increase in
digital uses through Mobile apps , the demand for smart
phone has increased. India is in 4th position in world‟s app
economy followed by china, US, and Brazil. This economy
depends on the amount of time spent by users in app per
day. Consumers are using mobile phone for activities like
e-commerce to booking cabs. Indian government is giving
importance to innovation with industry associations such as
NASSCOM to setup incubation centre.
(Fig 3-Smart phone users, Source- Dart Consulting)
3.3. 5 Cloud System:
Cloud is the required solution to provide storage plan for
huge data. Netmagic, TCL, AWS, Azure and Software
Layer are major cloud service providers[14] . Public sector
Undertakings, Business Firms , Government, media houses,
Hospitality , education sector and e-commerce are the huge
contributors to cloud service providers. Manufacturing is
the new emerging area .
© 2018, IJREAM All Rights Reserved.
 International Journal for Research in Engineering Application & Management (IJREAM)
(Fig 4-Cloud Providers , Source-Statista)
IV. STANDARD OF PROCEDURE IN TELECOM
OPERATION
Telecom being the most dynamic among all the other
industries works basically on two wheels. First one is the
eye customized products and second is the service side that
is back office completely by digital links and services
interfaces. Currently the starting from the birth of a
customer to its death (sim activation to sim churn) is
completely digitalized to help in the smooth and automated
functions. We have the support of a number of websites like
CPOS that helps in the activation of numbers, BCL that
helps in the postpaid end to end system functioning, UPSS
that help in the Prepaid functioning and then comes to the
CRM that is the whole and sole for the customer
management services[15]. It has the complete interface
supported by a number of backend data base like CPOS,
UPSS , CAD, GAD, BCL/AMDOCS, OCG, OSS Unify
CPOS, I-Reporting, waiver links ,DSTK services,
Comverse and many more. Vodafone uses AMDOCS
OSS(operation support system) to manage operations.
Amdocs is a coordinated portfolio that causes the specialist
co-ops to convey an ideal client involvement with each
purpose of administration empowering world-driving
specialist co-ops to convey an incorporated, creative and
deliberate client encounter customized, participatory and
opportune over any administration, area and gadget. [16].
The Amdocs portfolio holds Amdocs business process best
practices in view of true situations, and rises above
conventional business emotionally supportive networks
(BSS), tasks emotionally supportive networks (OSS) and
administration conveyance stages (SDPs) to empower
specialist organizations to address both present and
developing client encounter business forms. It has a special
plan of action that spotlights on empowering its clients to
make separation and construct mark, faithfulness,
gainfulness and focused authority. Amdocs plays a vital
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ISSN : 2454-9150 Vol-04, Issue-06, Sep 2018
role in supporting Vodafone‟s Internet Protocol / Multi-
Protocol data switching (IP/MPLS) network deployment.
NICE-This system helps in managing and storing the
biggest chunk of voice calls that helps in the process of
Analysis. It is a digital linked up systems for managing
customer calls and Outbound and Inbound call hearing
services. All these systems are completely digital and form
the backbone of telecom. Telecom having the biggest
subscriber base in comparison to any other push and pull
customer product and services product is now completely
digital and these links support them in managing this large
chunk efficiently. These digital links help in the activation
of approximately 60 Lakh new customer generations total
revenue of Rs.110 crores for a circle in a year. Hence to
conclude Telecom in next to impossible without going
digital and being most updated digitally always.
V. QUALITY ASSERTION AND MANAGEMENT
For the verge of attaining CXX (Customer Experience
Excellence), quality is one of the most important effects of
any company towards operation. High quality products
bring out advantage to compete in market, enabling it to
reduce cost and negative views. Vodafone is constantly
striving hard and putting lot of effort in delivering quality
service to its customer so it becomes very important in
analyzing the process across its network and IT system. For
successful result all data are being collected to analyze and
inform IT and system staff[17].
The major source of analyzing customers perception
towards the company is through the Touch Point Net
Promoter Score(TNPS) and ASAT (Agent Satisfaction).A
digitalization process that helps analyzing or doing survey
to determine whether the service provided is „transactional‟
or „relationship‟ focused. Touch Point Net Promoter
Score is a customer loyalty metric that helps in analyzing
the satisfaction level of a customer. It basically divides
customer view into 3 groups i.e.:
a)Promoter-This type of customers are loyal and
enthusiastic who have a tendency to repeatedly purchase
from the company and they recommend others (friends and
family) too for the same. Customers who give a
rating(scoring) of 9 or 10 on a scale of 0 to 10 are
considered Promoters.
b)Passive- This type of customers are happy but can
easily be tempted to leave by an attractive competitor deal.
Passive customers may become promoters by improving
product, service or customer experience. Customers who
give rating(scoring) of 7 or 8 are passive customers(inactive
in nature, they are not dissatisfied), they do not factor into
the TNPS score.
c)Detractor- This type of customers are unhappy, feel
uncared and have negative impression or experience for the
company. Detractor customers also have an increased
© 2018, IJREAM All Rights Reserved.
 International Journal for Research in Engineering Application & Management (IJREAM)
likelihood of switching to a competitor as well as warning
potential customers to stay away from your company. Any
customers who provides a rating(scoring) of 6 or lower are
considered your detractors, these are the dissatisfied mass
who in turn tend to unhappy with the company and spread
bad word of mouth.
(Fig 5- TNPS Parameters)
Touch Point Net Promoter Score is calculated as stated
below:
TNPS
= *100
What exactly is send to the customers via digital
media(phone, mail, messenger) after they receive a call
from the Inbound or Outbound Team(service call) is as
below:
1)First Question
“On a scale of zero-to-ten, how likely is it that you would
recommend us (or this product/service/brand) to a friend or
colleague?”
2)Second Question
“On a scale of zero to ten, how satisfied are you with the
agent who attended you???”
This provides with actionable items which can be targeted
for effective process/people/product improvement and
taking some corrective actions. This will also help to
identify the core strengths and competencies of the
company as viewed by its customers.
(Fig 6-Digitalization effect on Telecom operators)
VI. MECHANISM OF INCREASING CALL QUALITY AND
DECREASING ACHT(AVERAGE CALL HOLD AND
HANDLING TIME) BY THE HELP OF
DIGITALIZATION
In order to reduce the Average Call Hold and Handling
time Telecom sectors are conducting rigorous Audits and
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refresher Sessions on Call Quality enhancement &
Communication tips[18][19]. It‟s a joint initiative from
Quality, Operation & Training to reduce ACHT. This is
only possible when the observers are regularly analyzing
the calls(customer service calls only) stored or recorded in
NICE portal. It becomes very essential on the part of the
various telecom sectors to note what exactly their
executives are conveying to the customers, starting from the
greeting to the case(call) closure, whether the correct
massage has been provided or not, whether agent had
listened to the customers query properly, whether agent has
been empathetic to the customer, whether proper and
appropriate resolution has been provide the customer, if call
was disconnected by agent or customer, agent level
disconnections(ALD) are marked down as because agents
job is to make the customer satisfy and then it‟s the
customer who would disconnect the call when he/she finds
a solution, exceptional call disconnections from agent end
is not marked down in case of network connectivity and
other issues[20][21]. The digitalized portal helps to note
the average call hold and handling time and through regular
screening tries to enhance the call quality by eradicating the
unnecessary conversation and dead holds[22]. Thus we see
how digitalization is adding values and boning our telecom
operations.
Steps taken to enhance call operating quality by the help of
digitalization:
ACHT reduction tips on call handling.
Refresher conducted on top call divers.
Call listening session conducted by training & quality
team.
Convincing skills & soft skill has been imparted for
better communication.
Call Monitoring by operation team.
Extraction of TNPS(Touch Point Net Promoter Score)
dump(data) & Working Parameters Analysis
Providing TNIs(Training Needs Improvement) on
controllable factors
Identifying process level failure
Working on ASAT(Agent Satisfaction) Parameter
Internal and External Calibration on calls to find out
the exact drawbacks.
Thus digitalization can help to make more quality in
operation and call quality in real time scenario [23].
VII. CONCLUSION
Universal changes in data connectivity speed and
increased demand for e-commerce and service have
changed customer demand. People are preferring for more
customized demand according to their location and time.
This type of development in telecom sector creates new
challenges for telecom operators and vendors. To accelerate
digital transformation in communication service companies
have to give emphasis on next generation products and
advanced digital platforms. There is no doubt that Digital
© 2018, IJREAM All Rights Reserved.
 International Journal for Research in Engineering Application & Management (IJREAM)
transformation is going to bring industrial revolutions. Also
society at large and corporate need to face some undesired
consequences of this digital revolution such as employment
issue , security of data, privacy of information etc. The
Indian vision of media communications in 2020 is a dream
of data society based on a structure where IT and broadcast
communications consolidate. Quick mechanical
combination has just suggested a harmonious cover
between the improvement procedures of IT and broadcast
communications. Some portion of the present IT is 'telecom
writ vast', it thrives on the telecom-arrange and thusly
allows advanced media communications to utilize refined
IT-programming. Equipment is a typical stage for both IT
and telecom. There is a heritage vision got from trade
accomplishment of India's product that has offered ascend
to positive thinking with respect to India's developing pre-
prominence in worldwide IT canvas. Such a dream expands
on a significantly bigger vision of all round advancement of
IT that overruns wide cross-segment of Indian economy
and society. More profound examination demonstrates that
there is requirement for a far reaching IT improvement
technique to guarantee India's solid nearness in the
worldwide programming market. To start with, it is to be
valued that outside trade commitment of programming send
out net of import of equipment is around half. Net outside
trade commitment will increment if India can build up a
solid base of equipment. Second, investigation of the
structure of India's product trade opposite the developing
elements of the worldwide market uncovers that India has
negligible nearness in the quickest developing section of
the worldwide IT advertise comprising of programming
bundles and programming items. India's nearby rivals, then
again, have made more noteworthy progress through
enhancement of fares with programming bundles. There is,
thusly, requirement for India to climb esteem chain with
more inventive programming items in the global market.
This is conceivable when India can wide base the
advancement of IT with a solid and vast household
showcase supporting development and its dispersion
alongside the development of segment fabricating base.
Suitable cooperative energy between the household and fare
market will be vital to persisting achievement of Indian IT
part in abroad market and advancement of best in class
telecom framework is an essential to both.
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